The iconic blue jeans market

levi’s

In order to promote its commitment to sustainable development and recycling, Levi’s has covered with used jeans its Levi’s Stadium (a soccer field in Santa Clara, California, which serves as the current home of the San Francisco 49ers of the National Football League).

All jeans were placed on the lawn by letting appear in the centre the green and universal recycling symbol.

In just two weeks, the drive collected more than 18,850 pairs of jeans and they were used to create the “Field of Jeans”. After this drive all of the denims have been donated to Goodwill locations in the Bay Area.